Aj Discala as many other people was mesmerized by the new Cartier commercial that aired yesterday night. Aj Discala now is convinced that there is still real imagination, class and style after seeing this masterpiece.
Aj Discala shares that the new commercial named “L’Odyssée de Cartier is a journey between dream and reality. Cartier has decided to create a cinema epic focusing on its history, its values and inspiration, its artistic and universal scope.
For Aj Discala this commercial is a very unusual piece of art. The celebration of the art in this commercial and in the jewelry it advertises, is the celebration of extreme craftsmanship. We need to say bravo for excellence.
“This project has been treated like a real movie,” Cartier’s CEO Bernard Fornas explained at a preview screening at Cartier’s London HQ last week, “we wanted the best special effects, a big director, an incredible model and props to intertwine with our incredible history.
“We wanted a movie we would be proud to show to Steven Spielberg”.
“We want to build up an awareness of Cartier worldwide to give us huge impact around the world,” Fornas explained, “It’s not a commercial decision, more a celebration of our history and a chance for us to bring that to a wider audience”.
The result says Aj Discala is great and the impact what any brand can wish for. It’s the buzz of the week explains Aj Discala, not only in the advertising world.
Aj Discala read in an article this morning: “The panther itself is steeped in history. ‘La Panthère’ being the nickname of Catier’s legendary designer Jeanne Toussaint who created their first ever piece of panther jewellery – a bracelet for the Duchess of Windsor.
In the commercial reports Aj Discala, the panther travels to St Petersburg in the snow, to China where he comes face-to-face with a golden dragon, to an Indian palace built upon an elephant’s back and filled with glittering animal jewellery (many pieces of which reside in the Cartier archive), before leaping aboard the wings of and identical replica of the airplane built by Alberto Santos-Dumont, to showcase the classic Cartier Santos watch (first commissioned by the Brazilian aviation legend in 1904).
The panther finally lands in Paris, the birthplace of Cartier, on Place Vendôme where he meets supermodel Shalom Harlow at the Grand Palais.
Aj Discala first reaction: What a magical spectacle!! Even if Cartier is not affordable for everyone the images of the leopard set against exotic scenarios from around the globe was mesmerizing and stunning to watch. It sparks the imagination, which fuels the creative spirit in all of us.
Aj Discala says that for once he did not switch channels during the commercial!
Aj Discala notices that the images of privileged, power and wealth are classic and historic or mythic images of France, Russia, China, tropical Asia (the reptiles in the vines) and India. These today are the dominant growing markets for luxury goods. However for Aj Discala it is disappointing that an image of America does not fit into that scenario.
“L’Odyssée is the the work of a vast team led by leading advertising film director Bruno Aveillan. He was supported by a crew of 60 on location, with a further team of 50 special effects technicians working on the post-production for six months. An original score was composed by Pierre Adenot, and the red dress worn by Shalom was custom-made by young Chinese fashion designer Yiqing Yinwith, while a total of three panthers were used for filming due to strict animal welfare laws.”
To watch the full video: http://www.odyssee.cartier.us/#/film
















